Cases and Analyses of Companies Leveraging Social Media

Francisco J. Martínez-López, Yangchun Li () and Susan M. Young
Additional contact information
Francisco J. Martínez-López: University of Granada, Department of Business Administration 1
Yangchun Li: Zhejiang University of Technology, School of Management
Susan M. Young: Fordham University, Gabelli School of Business

Chapter 9 in Social Media Monetization, 2022, pp 115-134 from Springer

Abstract: Abstract This chapter aims to present the newest practices in social media marketing. We provide details of these practices and explain why the analyzed companies are considered winners in the era of social media. Nine cases of companies leveraging social media are introduced. This chapter focuses on how these companies use social media; therefore, their corporate strategy and business policy (matters of secondary interest for our purposes) are only concisely mentioned. We have included traditional retail brands such as Nike and Estée Lauder as well as online retailers such as Amazon and Pinduoduo. These companies have been chosen due to the success of their social media strategies.

Date: 2022
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:fuobcp:978-3-031-14575-9_9

Ordering information: This item can be ordered from
http://www.springer.com/9783031145759

DOI: 10.1007/978-3-031-14575-9_9

Access Statistics for this chapter

More chapters in Future of Business and Finance from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().